TEC-OPTION: 7-Year Transformation Plan Adopts Digital Marketing Growth Strategy
MMTC was a crucial partner in helping develop our team into leaders and educating a bunch of engineers about marketing and sales.
-- Bryan Domschot, President-Tec-Option
Tec-Option (tec-option.com), employs 11 people, is located in Blissfield, MI, and manufactures automated assembly and welding equipment, providing flexible modular assembly systems. Their specialty focuses on a patented line of interchangeable tooling modules for automated and robotic weld cells called Tec-FLEX. Tec-FLEX can be thought of as the single minute exchange of dies for welding. Tec-Option serves a wide range of markets, including the automotive, agricultural, defense, and appliance industries, as well as many more.
Challenge
With a number of industry leading technologies and successful programs, the Tec-Option team was seeking new ways to grow business. Despite expertise in the field, Tec-Option struggled to get the word out to potential business prospects about their patented equipment advantages. They were confident that they built a better product and could demonstrate its advantages to an audience. The difficulty was finding the audience. As a team of engineers, Tec-Option was challenged to identify, qualify and pursue potential new customers.
Solution
The Tec-Option team is on a transformational journey with MMTC’s assistance to develop and implement an affordable, sustainable growth process.
• Goal 1: Tec-Option President, Bryan Domschot, and three engineers participated in a 3-day Sales Acceleration Workshop.
• Goals 2-3: MMTC helped the team shift from cold-calling prospects to using e-mail campaigns for “warm calling”.
• Goals 4-5: Tec-Option engaged MMTC to develop a new website, placing more emphasis on customer’s “What’s In It For Me” mindset, shifting the message from technical equipment details to how the equipment solves customer challenges.
• Goal 6: Tec-Option turned to MMTC for assistance in lead generation, leveraging the new website by increasing web traffic. Tracking website analytics and filling the sales funnel became the primary focus.
• Goal 7: Tec-Option turned to MMTC once again, this time for assistance in optimizing the ROI of sales-driven activities. Metrics are now used to drive decision-making about what type of lead generation activity is required to hit sales goals. As a result, the whole Tec-Option team was able to take the guesswork out of selling and instead, work with the numbers.
Tec-Option’s Quality Engineer is responsible for tracking and reporting lead generation metrics, identifying next steps, and leading activities as varied as website revision, blogging, videos, managing Google advertising campaigns, and more.
Results
- Increased Qualified Website Leads From Virtually ZERO to Becoming the Primary Source of All Leads
- Marketing Budget Reduced By About 50%
- Sales Increase of More Than $1,000,000